Personnel Marketing as Perceived by HR Managers in Czech Republic: Results of a Qualitative Research Study
The article is devoted to the area of personnel marketing. A comprehensive review of scientific literature and articles published predominantly in personnel-oriented journals was carried out, followed by a qualitative exploratory research with the aim to explore and explain the perception of personnel marketing. Due to the lack of research in this field in Czech Republic, we have focused on Czech HR managers, more specifically, on how they understand the tasks of personnel marketing, which tools they use and whether the companies they work for try to be a preferred employer. The answers from our respondents were used to help us determine what is important within this field. All of the respondents strive to be a preferred employer and try to achieve it by using an extensive range of marketing tools. The most frequently used tools are advertising, job fairs presentations, employee care and employer brand promotion.
[1] J. S. Kahinde, (2012), Talent management effect on organization performance. Journal of management research, volume 4 No 2, pp 178 - 186.
[2] J. Koubek, (2015), Řízení lidských zdrojů: základy moderní personalistiky. 5., rozš. a dopl. vyd. Praha: Management Press, 399 s. ISBN 978-80-7261-288-8.
[3] W. Maier, W. Frohlich, (1992), Personalmanagement für Klein und Mittelbetriebe. Heidelberg: Sauer Verlag, s. 129. ISBN 3-7938-7069-3.
[4] M. Antošová, (2005), Marketing-mix v personalistice. In: Moderní řízení, roč. 40, č. 11, s. 42-44. Praha: Economia. ISSN 0026-8720.
[5] L. Klimentova, (2008), Personalny manazment verzus personalny marketing. Dny prava – 2008, In: Pravnicka fakulta Masarykovej univerzity, Brno, s. 137-149, ISBN 978-80-210-4733-4.
[6] M. P. Sagaidak, (2013), Internal marketing and personnel marketing: The comparative analysis. Actual Problems of Economics. National Academy of Managment. - ISSN: 19936788. - Volume 145, Issue 7, 2013, Pages 110-117.
[7] I. Poláková, S. Häuser, (2003), Personální marketing, Moderní řízení, roč. 38, č. 8, str. 46-47, ISSN 0026-8720.
[8] L. L. Berry, J. S. Hensel and M. C. Burke, (1976), “Improving retailer capability for effective consumerism response”, Journal of Retailing, Vol. 52 No. 3, pp. 3-14.
[9] M. Rafiq and P. K. Ahmed, (1993), “The scope of internal marketing: defining the boundary between marketing and human resource management”, Journal of Marketing Management, Vol. 9 No. 1, pp. 219-232.
[10] W. R. George and C. Grönroos, (1989), Developing Customer-Conscious Employees at Every Level–Internal Marketing, Amacom, New York, NY.
[11] D. Arnett, S. German and S. Hunt, (2003), “The identity salience model of relationship marketing success: the case of non-profit marketing”, Journal of Marketing, Vol. 67 No. 2, pp. 89-105.
[12] Z. A. Munir, A. A. Othman, S. A. M. Shukur, R. Ithnin and S. D. Rusdi, (2015), “Practices of internal marketing in small and medium industry”, International Journal of Social Science and Humanity, Vol. 5 No. 4, pp. 358-361.
[13] W. Meier, (1991), Strategisches Personalmarketing: Analyse – Konception – Instrumente. In: Maier, W., Fröhlich, W.: Personalmanagement in der Praxis. Wiesbaden: Gabler Verlag, s. 65. ISBN 3-409-13852-8.
[14] U. Buchholz, (1991), Personalrekrutierung in schierigen Beschaffungsmärkten. In: Maier,W., Fröhlich, W.: Personalmanagement in der Praxis. Wiesbaden: GablerVerlag, 1991, s. 73. ISBN 3-409-13852-8.
[15] R. Wunderer, and T. Kuhn, (1993), Unternehmerisches Personalmanagement. Frankfurt am Main: Campus Verlag, s. 145. ISBN 3-593-34943-4.
[16] R. Bühner, (1994), Personalmanagement. Landsberg am Lech: Moderne Industrie Verlag, s. 62-63. ISBN 3-478-39610-7.
[17] M. Kuypers, J. Nunne, (1991), Personalmarketing. In: Maier, W., Fröhlich, W.: Personalmanagement in der Praxis. Wiesbaden: Gabler Verlag, s. 62. ISBN 3-409-13852-8.
[18] A. Kachaňáková, (1999), Riadenie ľudských zdrojov. Bratislava: Ekonóm, s.74-75. ISBN 80-225-1206-0.
[19] M. Szarková, (2014), Functions of the Personnel Marketing in the Perception of Business Managements in the Slovak Republic. Societas et iurisprudentia. Vol. 2 No. 1, pp. 174-185. ISSN 1339-5467.
[20] J. Koubek, (2000), Personálny marketing a marketing personálnej práce. In: Personálny a mzdový poradca podnikateľa, č. 8, s. 86-104. Žilina. ISSN 1335-1508.
[21] M. Tuma, (2003), Kritériá rozpoznávania manažérskeho potenciálu. In: Personálny a mzdový poradca podnikateľa, Poradca podnikateľa, č. 3-4, s. 172-189. Žilina. ISSN 1335-1508.
[22] J. Stýblo, (2003), Uplatňování personálního marketingu v praxi. In: Práce a mzda, č. 4, s. 18-19. Praha: ASPI Publishing. ISSN 0032-6208.
[23] N. Rathi, K. Lee, (2015), "Retaining talent by enhancing organizational prestige: An HRM strategy for employees working in the retail sector", Personnel Review, Vol. 44 Iss: 4, pp.454 – 469.
[1] J. S. Kahinde, (2012), Talent management effect on organization performance. Journal of management research, volume 4 No 2, pp 178 - 186.
[2] J. Koubek, (2015), Řízení lidských zdrojů: základy moderní personalistiky. 5., rozš. a dopl. vyd. Praha: Management Press, 399 s. ISBN 978-80-7261-288-8.
[3] W. Maier, W. Frohlich, (1992), Personalmanagement für Klein und Mittelbetriebe. Heidelberg: Sauer Verlag, s. 129. ISBN 3-7938-7069-3.
[4] M. Antošová, (2005), Marketing-mix v personalistice. In: Moderní řízení, roč. 40, č. 11, s. 42-44. Praha: Economia. ISSN 0026-8720.
[5] L. Klimentova, (2008), Personalny manazment verzus personalny marketing. Dny prava – 2008, In: Pravnicka fakulta Masarykovej univerzity, Brno, s. 137-149, ISBN 978-80-210-4733-4.
[6] M. P. Sagaidak, (2013), Internal marketing and personnel marketing: The comparative analysis. Actual Problems of Economics. National Academy of Managment. - ISSN: 19936788. - Volume 145, Issue 7, 2013, Pages 110-117.
[7] I. Poláková, S. Häuser, (2003), Personální marketing, Moderní řízení, roč. 38, č. 8, str. 46-47, ISSN 0026-8720.
[8] L. L. Berry, J. S. Hensel and M. C. Burke, (1976), “Improving retailer capability for effective consumerism response”, Journal of Retailing, Vol. 52 No. 3, pp. 3-14.
[9] M. Rafiq and P. K. Ahmed, (1993), “The scope of internal marketing: defining the boundary between marketing and human resource management”, Journal of Marketing Management, Vol. 9 No. 1, pp. 219-232.
[10] W. R. George and C. Grönroos, (1989), Developing Customer-Conscious Employees at Every Level–Internal Marketing, Amacom, New York, NY.
[11] D. Arnett, S. German and S. Hunt, (2003), “The identity salience model of relationship marketing success: the case of non-profit marketing”, Journal of Marketing, Vol. 67 No. 2, pp. 89-105.
[12] Z. A. Munir, A. A. Othman, S. A. M. Shukur, R. Ithnin and S. D. Rusdi, (2015), “Practices of internal marketing in small and medium industry”, International Journal of Social Science and Humanity, Vol. 5 No. 4, pp. 358-361.
[13] W. Meier, (1991), Strategisches Personalmarketing: Analyse – Konception – Instrumente. In: Maier, W., Fröhlich, W.: Personalmanagement in der Praxis. Wiesbaden: Gabler Verlag, s. 65. ISBN 3-409-13852-8.
[14] U. Buchholz, (1991), Personalrekrutierung in schierigen Beschaffungsmärkten. In: Maier,W., Fröhlich, W.: Personalmanagement in der Praxis. Wiesbaden: GablerVerlag, 1991, s. 73. ISBN 3-409-13852-8.
[15] R. Wunderer, and T. Kuhn, (1993), Unternehmerisches Personalmanagement. Frankfurt am Main: Campus Verlag, s. 145. ISBN 3-593-34943-4.
[16] R. Bühner, (1994), Personalmanagement. Landsberg am Lech: Moderne Industrie Verlag, s. 62-63. ISBN 3-478-39610-7.
[17] M. Kuypers, J. Nunne, (1991), Personalmarketing. In: Maier, W., Fröhlich, W.: Personalmanagement in der Praxis. Wiesbaden: Gabler Verlag, s. 62. ISBN 3-409-13852-8.
[18] A. Kachaňáková, (1999), Riadenie ľudských zdrojov. Bratislava: Ekonóm, s.74-75. ISBN 80-225-1206-0.
[19] M. Szarková, (2014), Functions of the Personnel Marketing in the Perception of Business Managements in the Slovak Republic. Societas et iurisprudentia. Vol. 2 No. 1, pp. 174-185. ISSN 1339-5467.
[20] J. Koubek, (2000), Personálny marketing a marketing personálnej práce. In: Personálny a mzdový poradca podnikateľa, č. 8, s. 86-104. Žilina. ISSN 1335-1508.
[21] M. Tuma, (2003), Kritériá rozpoznávania manažérskeho potenciálu. In: Personálny a mzdový poradca podnikateľa, Poradca podnikateľa, č. 3-4, s. 172-189. Žilina. ISSN 1335-1508.
[22] J. Stýblo, (2003), Uplatňování personálního marketingu v praxi. In: Práce a mzda, č. 4, s. 18-19. Praha: ASPI Publishing. ISSN 0032-6208.
[23] N. Rathi, K. Lee, (2015), "Retaining talent by enhancing organizational prestige: An HRM strategy for employees working in the retail sector", Personnel Review, Vol. 44 Iss: 4, pp.454 – 469.
@article{"International Journal of Business, Human and Social Sciences:72932", author = "Lukáš Mazánek and Zdeňka Konečná", title = "Personnel Marketing as Perceived by HR Managers in Czech Republic: Results of a Qualitative Research Study ", abstract = "The article is devoted to the area of personnel marketing. A comprehensive review of scientific literature and articles published predominantly in personnel-oriented journals was carried out, followed by a qualitative exploratory research with the aim to explore and explain the perception of personnel marketing. Due to the lack of research in this field in Czech Republic, we have focused on Czech HR managers, more specifically, on how they understand the tasks of personnel marketing, which tools they use and whether the companies they work for try to be a preferred employer. The answers from our respondents were used to help us determine what is important within this field. All of the respondents strive to be a preferred employer and try to achieve it by using an extensive range of marketing tools. The most frequently used tools are advertising, job fairs presentations, employee care and employer brand promotion.
", keywords = "Czech Republic, personnel marketing, preferred employer, qualitative research study. ", volume = "10", number = "5", pages = "1619-5", }
